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Localization Practices in Japanese Video Games and Anime ポケモン

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MA-Thesis Max Schleijpen Master Asian Studies: History, Arts & Culture of Asia S2155168 Thesis supervisor: Ivo Smits Words: 16.064 Catching Pokémon Globally: Localization Practices in Japanese Video Games and Anime ポケモンゲットだぜ！日本のゲームとアニメと海 外向けのローカライズの手法 1 Contents Abstract .................................................................................................................................................. 3 Introduction ........................................................................................................................................... 4 Note to the reader .................................................................................................................................. 5 Chapter 1: Study on Localization Practices ......................................................................................... 6 1.1 What is localization? .................................................................................................................... 6 1.2 Forms of localization ................................................................................................................... 7 1.3 The importance of localization ................................................................................................. 10 1.4 Domestication localization ........................................................................................................ 11 1.5 What is fluent translation? ........................................................................................................ 12 1.6 Localizing the West for Japan ................................................................................................... 14 1.7 Conclusion .................................................................................................................................. 17 Chapter 2: Analyzing Japanese games ................................................................................................ 18 2.1 Language changes ...................................................................................................................... 18 2.2 Symbolic changes ....................................................................................................................... 21 2.3 Graphical changes ...................................................................................................................... 24 2.4 Gameplay changes ..................................................................................................................... 27 2.5 Conclusion .................................................................................................................................. 30 Chapter 3: Pokémon ............................................................................................................................ 31 3.1 Textual alterations in Pokémon ................................................................................................ 31 3.2 Revisions of symbols in Pokémon ............................................................................................. 34 3.3 Graphical adjustments in Pokémon .......................................................................................... 36 3.4 Changes to gameplay in Pokémon ............................................................................................ 39 3.5 Conclusion .................................................................................................................................. 40 Conclusion ............................................................................................................................................ 42 Bibliography ......................................................................................................................................... 44 Glossary ................................................................................................................................................ 46 Anime and video game list .................................................................................................................. 47 Guideline to Generations ..................................................................................................................... 50 Appendix............................................................................................................................................... 51 2 Abstract This paper examines the localization practices in Japanese video games and anime in the last thirty years and the effects thereof, taking the Pokémon franchise as case study. Findings seem to suggest an increase in the importance of localization, as it developed from the translation of text to the restructuring of narrative and alteration of visual content. Multiple video games and anime have seen significant revisions in their adjustment to the Western market, but none of them have received as much modifications as Pokémon. The methods used in localizing Pokémon have transformed over the years, and its ever-expanding global significance shaped the content of future releases in both Japan and the West. Keywords: localization, Japan, Pokémon, video games, anime, United States. 3 Introduction There is probably not a single person in the West that does not know who Pikachu is. Ever since its appearance in 1996, the yellow electric mouse has become the mascot of the Pokémon franchise and a staple of Japanese popular culture. But when Pokémon debuted in America in 1997, many children did not even know it originated from Japan. Not necessarily surprising, though; virtually any traits or elements of Japanese nature were changed, or “localized”. Children in America (or any Western country for that matter) did not grow up with the same culture as did children in Japan, and the norms and values taught in both cultures did not always coincide. These dissimilarities are reflected in the alterations made between Japanese and international versions of both the Pokémon video games and anime. On the surface, it seems that the localization of Pokémon only hides and obscures other cultures, but to make a product accessible, it is important that they are rightly adjusted. When the Pokémon games and anime first released in America, developers and localizers wanted to be completely sure that the game was understandable to the American audience, which is why the games were purposely stripped of its national identity. When a Japanese game is sold in Japan and performs better than expected, the decision to release the game overseas is a natural and often followed step. In order to make such a feat happen, however, the game has to be adjusted for the target audience. A few decades ago, only text had to be translated due to the game’s limited graphics, but in this day and age when games have evolved at such a tremendous pace, that no longer became a realistic approach. Oftentimes, revisions had to be made to the interface and visuals as well, and localization became increasingly broad and complex. The concept of localization and its growth throughout the years has caught the attention of various scholars, such as Mia Consalvo, Stephen Mandiberg, and Miguel Bernal-Merino among others, highlighted and discussed in this paper. It has come to my attention that there has been divisiveness regarding categorizing specific localization practices, and that multiple factors influence the degree and implementation of localization in digital media products. While this essay will not go into further detail on such factors, it will briefly highlight the aspects that shape localization. The focus, however, remains the actual implementation of the decisions made by Japanese game developers and localization companies. The aim of this paper is to research the localization practices in Japanese video games and anime, and discuss to what extent they correspond with the localization practices in the 4 Pokémon franchise, while also attempting to explain the reason behind this. In the first chapter, theories on localization and other relevant practices will be discussed, followed by examples of American-made games being altered in Japan. The subsequent chapter will utilize one of said theories and analyze various Japanese video games and anime via the coverage of four distinct themes. The last chapter will then focus specifically on the Pokémon franchise, to see if similar results are met, and thus, a conclusion can be reached. Note to the reader Throughout this thesis, I have followed the Japanese convention in which the Japanese family name precedes the given name. When identifying the Japanese authors of publications in English, this rule is principally changed; however, for the sake of continuity, I have chosen not to do so. Any technical terms or Japanese words (highlighted in bold or italic the first time it appears, starting from chapter 1) that are used in this thesis will be elucidated in the glossary, found at the end of the paper. A brief description of each mentioned video game (with their English title) can also be found in the glossary. All the images referred to can be found in the appendix. 5 Chapter 1: Study on Localization Practices 1.1 What is localization? Before I discuss approaches to localization in games and anime, it is important to realize that the term “localization” covers multiple practices and that over time these practices have multiplicated. In the early years of video game localization, such practices would only mean a textual translation of a game. This progressed
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